2020 was eventful to say the least. With everything that’s going on, it’s easy to miss or overlook noteworthy, high-profile campaigns. These campaigns are effective, highlighting the importance of strategy and creativity when delivering a message. Did you know that 70% of marketers are actively investing in content marketing, whilst 24% planned on increasing their investment in 2020? (HubSpot, 2020). That being said, let’s catch you up on our picks of last year’s most engaging marketing campaigns and why they’re important.
Samsung Galaxy Note 10 + 5G – Interactive Instagram Stories
Samsung’s Galaxy/5G interactive campaign caught our eye, given its success and overall engagement. With Instagram Stories, the story unfolds as a Bandersnatch-Style chase, letting users follow their chosen path to their own outcome. Picking the right path meant unlocking special features at the end.
The campaign’s success highlights the importance of interactivity. Social interaction with audiences is a crucial element for current content strategies, due to the physical limits imposed by the pandemic.
Pepsi’s un-traditional Christmas advert
Pepsi’s Christmas ad came to mind as Christmas was very different last year… so was their message. They use the opportunity to ignore traditional Christmas clichés, working with UK rappers Kamakze and TrueMendous to change the rap advert, creating a new remix for the holiday season.
The advert is important as it shows adaptation to the current climate; trend-jacking whilst bringing something new and different in a time that’s different to anything we’ve experienced before. It encourages people to reimagine Christmas, with Pepsi MAX Maximum Taste, No Sugar at the core of that message; new Christmas, new Pepsi!
Netflix – The Spoiler Billboard
Netflix’s billboard campaign takes the cake in terms of creativity, timing and audience interaction. In support of the stay-at-home message to reduce the spread of COVID-19, numerous billboards were placed around cities containing spoilers from Netflix’s most popular TV shows.
Their aim? If the virus doesn’t stop you going out, then the spoilers will! This campaign is important as the traditional action got huge traction online, with thousands of tweets on the topic showing excellent responses from commuters/passers-by. This again highlights just how important audience interaction is, and will remain in 2021.